THE CHARMS STORY

From Malaysian Innovation to Global Halal Beauty CHARMS Cosmetic Skincare is a Malaysian halal focused beauty brand built on a simple belief, consumers deserve better information before making better beauty decisions. Established in 2012, CHARMS has grown from a Malaysian skincare brand into a research-led beauty company focused on research, innovation, commercialisation and trust. Our journey is guided by one purpose, to make skincare decisions simpler, more informed and more meaningful for modern women. We do not believe beauty should be driven solely by trends, excessive choices or marketing claims. Instead, we believe in bringing together knowledge, scientific thinking, product innovation and consumer understanding to create beauty solutions that people can trust and the journey is far from over.

THE CHARMS STORY

From Malaysian Innovation to Global Halal Beauty CHARMS Cosmetic Skincare is a Malaysian halal focused beauty brand built on a simple belief, consumers deserve better information before making better beauty decisions. Established in 2012, CHARMS has grown from a Malaysian skincare brand into a research-led beauty company focused on research, innovation, commercialisation and trust. Our journey is guided by one purpose, to make skincare decisions simpler, more informed and more meaningful for modern women. We do not believe beauty should be driven solely by trends, excessive choices or marketing claims. Instead, we believe in bringing together knowledge, scientific thinking, product innovation and consumer understanding to create beauty solutions that people can trust and the journey is far from over.

OUR PHILOSOPHY

At CHARMS, research is not something that exists separately from the consumer. It is a bridge between knowledge and meaningful beauty solutions. Our philosophy is built around four principles:

01 RESEARCH

We take an evidence-led approach to product development, using research and scientific thinking as part of our decision-making process.

02 HALAL

As a Malaysian halal beauty brand, we are committed to developing products around the expectations and confidence of halal-conscious consumers.

03 INNOVATION

We continuously translate knowledge, research and industry experience into relevant beauty solutions.

04 TRUST

We believe responsible consumer education is essential. Our role is not simply to offer more products, but to help consumers make better-informed beauty decisions.

ABOUT | CHARMS a preferred beauty care and cosmetic solution provider with tested and proven result in South East Asia. CHARMS products are produced in Malaysia and was founded by a Malaysian local Muslim entrepreneur, Mrs. Nur Basyirah Hussin in March 2012. The brand’s name was derived from the word “charm”; delight greatly with the tag line CHARMS Raise Your Life. CHARMS products are made with the finest natural ingredients that follow to Syarak requirements and certified HALAL by a stringent independent body, JABATAN KEMAJUAN ISLAM MALAYSIA (JAKIM).

FOCUS | CHARMS helps women in beautify their self confidence with good HALAL and safe cosmetic skin care products. CHARMS also support all charming women to raise their life and come forward together with CHARMS.

AWARD | CHARMS received an award by MALINDO INTERNATIONAL ENTREPRENEUR AWARD in 2016 followed with SME CORP & MITI MALAYSIA in 2017, AZIZAN OSMAN TITANIUM AWARD in 2017/2018 and ASIA PACIFIC TOP EXCELLENCE BRAND in 2018/2019.

JOIN US | CHARMS offers an affiliate program that was specially designed for women to build a career with CHARMS. CHARMS offers business coaching and various profits including monthly cash reward and holiday trips.

RESEARCH THAT MOVES INTO THE MARKET

From Research to Real-World Beauty Solutions One of the defining aspects of CHARMS is our connection between academia and industry. Through our collaboration with Universiti Tun Hussein Onn Malaysia (UTHM), CHARMS has engaged in research and scientific investigations related to skincare, including skin-tone improvement and antioxidant assessment. Our approach follows a clear pathway: Industry Need → R&D Collaboration → Scientific Validation → Recognition → Market Research is not kept in the laboratory. We work to translate knowledge and research into commercially relevant skincare innovation, creating products that connect scientific thinking with everyday consumer needs.

RESEARCH HIGHLIGHT

Electronic Nose Investigation and Antioxidant Assessment of CHARMS Skincare Cosmetics Toward Skin Tone Improvement
Published in the Journal of Dermatologic Science and Cosmetic Technology, 2025. This work represents an important part of CHARMS' journey in connecting academic research with skincare innovation.

This work represents an important part of CHARMS' journey in connecting academic research with skincare innovation.